Publishing Mobile Games in a multi-platform, multi-store environment. by Maarten Noyons NCC Partners and founder of the IMGA

Transcription

1 Publishing Mobile Games in a multi-platform, multi-store environment by Maarten Noyons NCC Partners and founder of the IMGA

2 Who I am o o o o Maarten Noyons CEO of Noyons Content Consultancy (NCC) advises Media Companies, Content Houses, Operators, handset manufacturers and government organisations, creates the International Mobile Gaming Awards in 2004, the largest competition for Mobile Games in the World creates the Playground festival for Real World Games in Marseille, France

3 Contents Key figures of the Mobile Games Market, The key issues, Overview of the different paths to the consumer, Analysis, Recommendations and your questions

4 Key Figures Installed Base Operating Systems and Platforms App Stores Trends

5 Installed base, worldwide PC PC 850 TV TV 1900 Mobile phones 3300 Source: Screendigest, Gartner, GSMA

6 Smartphones shipped as a percentage of all mobile phones worldwide (in Mln.) Smartphones 140 Mobile phones 3300

7 Smartphones and handheld installed base

8 Smartphone market shares

9 12+ Operating Systems J2ME SUN, now Oracle BREW Qualcomm Linux Open Source Maemo Nokia, Linux based Android Google, multi-oem Bada Samsung, Linux based Windows Mobile Microsoft PalmOS Palm OS X (iphone) Apple Symbian Symbian Foundation MeeGo Intel and Nokia RIM OS Research in Motion

10 Highly Fragmented RIM OS Windows Mobile Android Linux J2ME Symbian - installed base + PalmOS Bada Meamo (MeeGo) BREW OS X (iphone) Less Fragmented

11 Source: Strategy Analytics In Q we could start seeing the presence of MeeGo and Bada

12 History of App stores Launch of Les Games by French MNO Orange Launch of Handango Announcement of Joint Innovation Lab Vodafone live! NTT DoCoMo's iappli Store Launch of N-Gage store Launch of the App Store BREW launch in South Korea + roll out

13 09 OEM Store launches Ovi Store Nokia App World Blackberry Android Market Various MNO s Play Now Sony Ericsson SamsungApps Samsung Shop for Apps Motorola LG Application Store LG

14 09 Operator Store launches Vodafone 360 Vodafone App Shop Orange MMarket China Mobile Web2go T-Mobile US TIM Apps store TIM (Brasil) App Store Aircel Digital Lounge Sprint

15 10 And: Intel App developer, Archos Appslib, AndAppStore, Openmarket, Handster, the recent merger PocketGear and Handango, JavaAppStore and new players to enter this year: Ebay, PayPal, Amazon, Yahoo.

16 Open Operator Stores Off portal Stores Limited distribution Wide Specialist Stores Smartphone Stores Proprietary Source: Strategy Analytics

17 Open GetJar Operator Stores PocketGear Stores Handango Limited distribution Wide OEM App Stores N-Gage Android Market OVI Store BREW App Store Proprietary Source: Strategy Analytics

18 Revenue sharing for the 4 categories Source: Strategy Analytics

19 Revenue sharing for the App stores Source: Strategy Analytics

20 Source: Strategy Analytics

21

22 App Stores: Volume Market Share first Half 2009 Apple App Store 29% Others 41% Source: Strategy Analytics Palm 0% RIM 1% Android 3% Nokia Stores 11% Handango 3% GetJar 12%

23 Annual applications : downloads / user

24 Pricing : free versus paid

25

26 Key Issues ROI Fragmentation related costs Marketing

27 ROI of a App Store o % of revenue share o Geographic spread of consumers o Installed Base o Time to Market o Fragmentation o Competition other apps. o Price per App o Ease of Use for Consumer (search, ergonomics,..) o Payment mechanism o Audience profiles o Volumes of sales o Piracy and Policing o Marketing

28 Fragmentation Related Costs Ask yourself the ROI question There are affordable solutions in the market: Ideaworks3D, Polarbit, Metismo, J2MEPolish, Mobile Sorcery, Celcius,Innaworks, Flexicore Let s start a Applications Suppliers Community.

29 The Fragmented Fight Against Fragmentation o o o o o o JIL, Joint Innovation Lab OMTP Bondi (Open Source standard for mobile web) Wholesale Application Community (24 operators) LiMo (10 operators) Mobile Linux Open Source consortium One API (GSMA) Open Mobile Ammiance (OMA)

30 Let s Fight Against Fragmentation Developers interests are different (no issue with Apple..) Developers are not represented in these consortia Developers have knowledge about fragmentation, because they are paying for it Call for a joint developers/publishers effort: White Paper or Open Letter outlining key issues: Technology (standards, future, etc..) Business (revenue share, service agreement, etc..) Interested? mcnoyons@nccpartners.com

31 Marketing A free game should be like a movie trailer: Learn from the film industry, Use social networks in promoting your game, Determine price carefully (read Distimo) Participate in Awards (IMGA!) Use upgrades, features, highscores, achievements, feedback to establish relationships with consumers.

32 Any questions?